Marketing, advertising & media intelligence

When Lumino The Dentists launched its inaugural TV campaign back in 2011, winning Fair Go's 'coveted' worst ad award probably wasn't on the KPIs. MediaR's director Tony Richards was a good sport when he collected the trophy, and, much like Lily Salter from Big Save furniture the year before, he said 'New Zealand's biggest kiss' had actually worked brilliantly, despite the animosity shown towards it by some in the industry (and the Fair Go voters). But now, to the relief of some, the road-trip pash-fest has been replaced by saying cheese in its latest TV campaign.

According to a release, the new series of two x 30s and eight x15s, which were shot by The Neighbourhood, "employ the same simplicity and warmth of the original TVC's, building on the construct of a set of scenarios that are essentially the same moment, each with a slight difference".

The challenge was that smiles in television commercials are generally inherently cheesy, "something the agency worked hard to avoid".

Kerry Dunphy, marketing manager for Lumino The Dentists says it took a risk with the first campaign to avoid being conservative and forgettable and "it paid off in spades".

"I am hoping this campaign will be just as impactful," she says.

Richards says the client’s expectations have always been clear: to deliver an emotive, fresh and positive message about the value of a great smile.

"Once again we’ve delivered on the brief. We're looking forward to another year of success," he says

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Thinking outside the box: James Warburton and Mike Watkins on the future of APN Outdoor and billboards

After a performance that could be compared to stalling in 2017, StopPress sits down with APN Outdoor chief executive James Warburton, and general manager for New Zealand Mike Watkins, to hear how APN Outdoor is tracking financially, approaching the digital rollout and where they see the industry heading in the future.

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Who's it for: Bags Not by Bcg2 and Go Well Consulting

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Who’s it for: BNZ by Colenso BBDO

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